Developing a solid social strategy is no easy feat. It requires extensive research, analysis, and cohesion between your social media and overall business objectives. It’s important that each element of your social activity has a purpose and is part of a broader strategy.
Here are 6 things you need to consider before you start planning:
1. Brand alignment
More social channels don’t always equate to more social reach. It’s better to figure out what platforms fit with your brand and resonate with your target audience. Building and managing communities takes a lot of resources so make sure you’re not wasting yours by committing half-heartedly to your social strategy. Sometimes, hitting reset can be the most valuable thing to do so don’t be afraid to cull old or unnecessary accounts.
2. Platform differentials
Social media isn’t a one size fits all undertaking. You need to do your homework on how audiences interact on each platform and tailor your strategy accordingly.
Consider the optimum time to post on each platform, the number of posts you should publish on each channel, the popularity of each channel with your intended audience, the cost of paid ads on each channel.
Avoid cross-posting content from Instagram to Facebook to Twitter, each one is different and requires a specific strategy. Don’t just look at the most popular platform.
3. Brand parameters
Now that you know how each platform differs, consider how this works with your personality as a brand. Your social presence should be an extension of your brand not a dilution of it. i.e. don’t dilute your brand values to fit better with a certain platform.
4. Realistic objectives
You need to determine goals that are realistic and achievable while also being aspirational. Establish objectives that make the most sense for your business and align with your overall company strategy.
Competitor analysis is a good way to determine what you should be striving for. Evaluate what they’re doing well and what they could be doing better and apply your findings to your own channels.
6. Performance metrics
Continuously monitor your social growth and be prepared to make changes. Track your audience engagement and focus not only on likes, shares, and comments but the number of conversions and leads generated from your social too. It’s important to engage and encourage your audience and to build a sense of community. Address any reasonable complaints or queries and reward your audience for their loyalty. Host Q&As on Facebook live and Twitter chats and use these conversations to frame future social posts. Get stuck into relevant industry discussions and really try to add value to the conversation. Lending your voice to topical issues can be a great way to reach new users and establish yourself as a thought leader in your area.